BAG TO THE FUTURE

The last year has altered Anya Hindmarch’s definition of luxury. “It can be something as simple as a delicious cup of coffee with friends,” she smiles. When it comes to fashion, however, her mission statement is enduring. “It’s about something that makes you feel good but isn’t doing any harm. Today, it’s not so much about value, as values.”

In 2007, Hindmarch launched I’m Not a Plastic Bag — the canvas tote that spurred a worldwide sustainability movement. The project ignited pertinent conversations around single-use plastic bags. In Japan, frenzied customers camped overnight to nab one of the limited edition totes, while in the UK over 80,000 people queued on the day of the launch. Hindmarch — who admits “it was a phenomenon” — was made an MBE for contribution to fashion in 2009. Not that she allowed herself to rest on her laurels. “Someone said to me during the first project, ‘When you throw something away, there is no away.’ It’s been a worm in my head ever since.” Now, Hindmarch is back — more energised than ever — and she’s coming for the plastic bottle. It is, she says, all about a more circular approach to fashion. “This project has been lovely as we are literally saving plastic bottles from landfill.”

I Am a Plastic Bag turns the brand’s sustainable slogan on its head and with good reason: each bag is made from 32 recycled 500ml PET bottles that have been woven into a cotton-canvas material. She notes, too, that the bag is carbon neutral. As a fashion designer, Hindmarch is imploring us to connect with our waste. “Last year, during fashion week, we closed our London stores and filled them with over 90,000 used water bottles.” She pauses, “That’s how many plastic bottles go to landfill every eight and a half minutes.”

A common sense approach is her north star when navigating the often challenging path to greener living. Instead of going vegan, she sought responsibly-sourced leather for the trim of the handbag. “Leather can be a really good thing when it’s properly sourced: when you know the field it’s coming from, when it's totally traceable, when you’re not deforesting.”

She cites the ‘make do and mend’ attitude of our grandparents as one to emulate. “There was no such thing as disposable; single use wasn’t a thing. We bought at local markets from nearby farmers. It’s about getting back to localisation rather than globalisation.” The past year has been a good one for her; personally and professionally. Spending time at home allowed her to take stock of things. She also put pen to paper on a memoir If in Doubt, Wash Your Hair. “I imagined it as if I were writing it to my daughter,” she says. “We’re told all the time to ‘be tough’, ‘lean in’ or ‘be a man in a woman’s world’. I disagree. Don’t be tough; be a woman, be full of emotion. Accept that you feel doubt; everyone has imposter syndrome.”

It’s the same trademark honesty that echoes throughout her designs. Known for her tongue in cheek approach to fashion, she says, “Life’s too short to be achingly straight or cool. I’m all about family and friends — real friends: I’m not terribly interested in fashion parties.” She gets her kicks from her loved ones, her designs and “a bottle of wine on a Friday night tends to work quite well, too”.

LEADING THE MARCH...

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If you’re in the market for a new designer handbag, try shopping pre-loved at our Designer Exchange in-store, which pop-ups later this month. Find out more in A Second Chance.